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Krochet Kids intl., started as a group of teenage boys who loved the novelty of crocheting their own hats and scarves to go skiing in. But as the guys grew into adults, their interest in crocheting became a humanitarian one.

Now KK intl. is a non-profit that teaches women in Uganda and Peru to make and sell clothes internationally. It’s an amazing education and mentorship program, and their marketing isn’t bad either.

Here are three lessons from KK intl.:

1. Build in a conversation starter
2. Use price to your advantage
3. Keep the conversation going
4. Check it out: Hipster Business Name Generator

1. Build in a conversation starter

Every product made by Krochet Kids intl. has a tag that’s hand-signed by the person who made it. And unlike most garment tags, they’re large and prominently displayed on the outside of the clothing. It makes each product one-of-a kind, but it’s also like wearing the message of the entire organization on your sleeve.

The lesson: With visual cues like these, your talkers don’t have to bring you up in conversation by themselves — someone will ask them about it.

2. Use price to your advantage

This year, KK intl. ran a promotion to let customers decide what to pay for their stuff. “Name your price. Define your impact.” was the name of the campaign. It did two things: One, it lowered the barrier of entry for people who couldn’t afford to normally buy their stuff, which got more talkers involved in the cause. Two, it encouraged higher donations from the people who could afford to do more.

The lesson: They turned the traditional sale on its head to make it about more than saving money, but about an opportunity to join a cause.

3. Keep the conversation going

The company does a lot to help their customers tell their story. For example, they encourage people to post photos to social media using #knowwhomadeit to get it featured on the site. They also create lots of meaningful content for supporters to share like annual reports on how the program has affected women’s lives economically, physically, socially, and intellectually. You can also write a thank-you note to the exact person who made and hand-signed your stuff on KK intl.’s site.

The lesson: Open the conversation between you and your customers. Give them lots of ways to not only give feedback, but to feel a deeper connection to your company.

4. Check it out: Hipster Business Name Generator

Krochet Kids intl. has a good story behind their name. But maybe they could have been a little more cutting edge with “Pencil & Pear” or “Pebble & Salt.” This business name generator helps you find the perfect combination of ambiguous and nostalgic words with the simple, cross-arrowed logo you need.

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[…] size of babies.” “Their employees are great listeners.” “Their products are hand-signed by the people who made them.” This is your word of mouth topic. Keep it short, make it easy to repeat, and most of all, […]

I taught word of mouth marketing at Northwestern University and internet entrepreneurship at the Wharton School of Business. I’m a serial entrepreneur who founded and advises startups and nonprofits. And I’m a rabid purist on the topic of marketing ethics.

About This Blog

"Damn, I Wish I'd Thought of That!" is full of unusually useful ideas borrowed from the smartest marketers. Good marketing is more about brains than bucks. The best business ideas are easy to do, inexpensive, simple, and fun. Learn to simplify your business, earn word of mouth, and thrill your customers.

Subscribe to Damn, I Wish I’d Thought of That! for a weekly email full of unusually useful ideas for smart marketers. Great marketing is about brains, not bucks. The best business ideas are easy to do, inexpensive, and fun. Learn to simplify your business, earn word of mouth, and thrill your customers: